At Recast we're on a mission to rid the world of wasted advertising spend. No one method or tool is going to get us there, so as well as our own content, we're sharing the best of what we've read on marketing measurement this week.
We’ve been working on this book for months and are extremely excited to share it with you. It's the definitive guide to running a modern MMM project and using the results to make strategic business decisions. As a subscriber you get free access here:
Fantastic anecdote from the CEO of Restoration Hardware, who found essentially none of his PPC campaigns were incremental, and were just brand searches plus misspellings of the brand.
Interesting discussion of some ideas for how to combine MMM with MTA in what the author calls “big data media mix modeling”. Don’t love the name but some interesting ideas here.
Igniting a discussion on measuring long term brand effects, and why Recast leaves it out of the model. Thumbs up from marketing luminaries such as Mark Ritson and Byron Sharp.
